Generate, Evaluate & Select

Sammanfattning: Background This study was conducted at a business unit at the Company, a leading global consumer goods company based in Europe, working in an increasingly hostile environment due to market deregulation and international competition. The business unit was recently separated from previously being integrated in other units and now have high targets to meet. To reach these targets, the rate of innovation needs to increase. Purpose The purpose of this study was to identify why innovation capabilities were lacking and devise a model for how they could be improved. Methodology A case-study based approach was initially used. First, scoping interviews with key stakeholders were held to identify the issues in the organisation and frame the problem. The case-study was followed by an action research phase, in which a model was developed iteratively, with frequent feedback loops through interviews and case testing. Conclusion Four issues were identified as causes for lacking innovation capabilities. First, ideas were not missing, but there was no structured process to take them into development. Second, the ideas that were produced were all similar in characteristics, indicating a narrow view of innovation. Third, there was no efficient and objective method of evaluating ideas for potential. Fourth, employees who suggested ideas rarely received feedback on what happened to them. The results of this study indicates the need for a three-step model: - Generate: Creating a structured flow of innovation from a wide range of sources and broadening the scope for innovation. - Evaluate: A quick and easy way to assess the viability of an idea by looking at four areas: targets and definition of success, Anna Bökberg & Karl Hedlund Generate, Evaluate & Select v market attractiveness, competitive potential, and effort needed to realise gains. - Select: A stage where key stakeholders select the best ideas based on potential gains and fit in portfolio. Discussion Initial implementation shows favourable results, but quantitative and qualitative studies need to be made to assess the long-term impact and usability of the model. Further, it needs to be tested in other organisations to determine general applicability.